International Perspectives on Business Innovation and Disruption in the Creative Industries Film, Video and Photography
Film, Video and Photography
Edited by Robert DeFillippi and Patrik Wikström
Chapter 12: Crowd-sourcing and the evolution of the microstock photography industry: the case of iStockphoto and Getty Images
AbstractThis chapter examines how a series of digital technology advances in photography transformed the stock photography industry’s value chain and the relationships between creative content contributors and those microstock agencies that aggregated their content for sale to end users. The case study includes an extensive historical review of the stock photography industry in general and two important stock photography players, iStockphoto and Getty Images. The chapter next details how the iStockphoto model of crowd-sourcing creative content is utilized by Getty Images (which acquired iStockphoto in 2006) and is reflected in Getty Images’ current practices and challenges it is facing in content acquisition, contributor relations and its digital platforms for managing both creative content and contributor relations.
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